Power of dita and where customer experience is headed
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Transcript of Power of dita and where customer experience is headed
SDL Proprietary and Confidential SDL Proprietary and Confidential
Power of DITA and Where Customer Experience is Headed
Chip Gettinger, VP XML Solutions May 9, 2013 [email protected] @cgettinger
– Concept of customer experience has
been around for a long time
• Customer Support
• Customer Satisfaction
• VoC (Voice of the Customer)
• CRM (Customer Relationship
Management systems)
– What’s new?
Terms That Have Been Around
2
• In his new book, Too Big to Know,
David Weinberger writes how the
Internet is the most amazing
source of knowledge and collective
intelligence the world has ever
known.
• Not first time availability of
recorded knowledge drove
progress
– Printing press was a truly
revolutionary object
– Changed entire ecosystems
What’s Changed
3
Variants = Content Explosion
Your
Message
Social Media Impact on Customer Experience
5
Social media has forever changed customer
experience management in profound ways.
How does one reach and engage a
customer in this new world?
• Post channel ownership
• Fragmented channels
• Multi-device engagement
• Social driven
• Ubiquitous customer to customer
communication
• Disintermediation of the company
between customers fragmented / silos
Texture of this New World
6
CXM is a strategy and
perspective within the corporation
for conducting business. As a
strategy, it implies
– A set of values and commitments
– A set of measurable objectives
– A way of doing business
What is CXM?
7
CXM complements and
contrasts with other major
strategies in the enterprise
• Top down initiative
• Measures customer experience
• Seeks 360° degree of the customer
• Relies on social analysis
• Is agile as a business
• Sees the Web as only one channel
Characteristics of A CXM Driven Company
8
P&L Themes CXM Themes
Profit and Revenue
are king
Good Profit vs. Bad
Profit is key
Manage to financial
market perspective
See things from
customer perspective
Measure financial key
indicators regularly
Measure promoters or
CSAT scores
CFO is responsible CFO has to buy in
Reports to market Reports to market
Reward based on
revenue
Reward based on
promoters
Contrasting Emphases
9
Starwood execs believe that clean,
sumptuous linens strike an
emotional chord with their clientele,
who were put off by seeing dark-
colored, dirty-looking bedspreads. It
didn't make financial sense initially
to go with fancy bed linens, but the
loyalty and buzz they've generated
more than justify the expense.
Customer Experience Balances P&L
10
Source: Need to verify
• First call completion in call center
• Measure response time
• Task completion rate on the Web
• Churn and returns
• Customer retention
Typical Key Performance Indicators (KPIs)
11
Net Promoters System (NPS), a
system developed originally by
Bain, is a strategy for measuring
customer experience by measuring
how customers answer a simple
question, “Would you recommend
this product to a friend?”
Net Promoter Scores / System
12
Benefits of NPS
• Measurable
• Clear
• Executive Lead
• Comparative
Companies Implementing
• Intuit
• Enterprise
• Dell
• Schwab
Examples of How Companies are Implementing NPS
13
Social Media Research Methodology
Virtual
ethnography:
Discovery &
learning
Social Media
Measurement:
Theme
validation to
‘define’ target
demographic
Data Analytics:
Identifying and
extracting a
target data set
reaching back
over 18
months
Demographic
data set
Benchmark
Report
SSM
development
Refresh
Demographic
data set Q2 Report
SSM
development
Refresh
Demographic
data set Q1 Report
SSM
development
On-going
tracking cycle
Stage 1 Stage 2 Stage 3
By reading, analysing and categorizing conversations, we can create differentiating search terms
200 hours of reading & analysis
Role and theme development
"cooking for allergies"
("kids" or "children") and "obesity"
("mother" or "mum") and "cleaning"
("mother" or "mum") and "housework"
("kids" or "children") and "housework"
("kids" or "children") and "chores"
"DD" and ("parent" or "family")
"DS" and ("parent" or "family")
"DH" and "family" and "kids"
"DC" and ("parent" or "family")
"mother" and "breast cancer" and "children"
"daughter" and "cervical cancer"
"Mum" and "anxiety"
"mum" and "stress"
"mother" and "anxiety"
"mother" and "stress"
("mother" or "mum") and " back to work"
"Stay at home mum"
"working mum"
(“mum” or “mother”) and (“home working” or “working from home”)
"children" and "bullying"
"son" and "bullying"
"daughter" and "bullying"
"daughter" and "the pill"
("kid" or "children") and "discipline"
"Child" and "custody" and "Boyfriend"
"Child" and "custody" and "girlfriend"
"divorce" and "children" and "custody"
"family" and "friendly"
"fostering" and ("children" or "kids")
("Kids" or "children") and "holidays"
"family" and "holidays"
("kids" or "children") and "tuition fees"
"Finding" and "Primary School"
"Finding" and "Secondary School"
"daughter" and "boyfriend" and "sex"
"son" and "girlfriend" and "sex"
"teenager" and "sleeping together"
"daughter" and "facts of life"
"son" and "facts of life"
"children" and "games" and "car journeys"
"children" and "entertain" and "car journeys"
"working mother"
("mother" or "DH") and "let off steam"
("mum or "Mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "rant"
("mum" or "mother" or "DH") and "moan"
"meeting other parents"
"mother" and "Always Ultra" and "pads"
"mum" and "Always Ultra" and "pads"
"Managing" and "Family" and "Budgets"
"living on a budget" and "children"
"Saving money" and "family" and "Kids"
"mum" and "Duracell"
"mother" and "Duracell"
"mum" and "Fairy Liquid"
"mum" and "Fairy washing powder"
"mum" and "Fairy dishwasher tablets"
"mother" and "Fairy Liquid"
"mother" and "Fairy washing powder"
"mother" and "Fairy dishwasher tablets"
"mother" and "Gillette"
"mum" and "Gillette"
"mum" and "Lenor"
"mother" and "Lenor"
"mum" and "Max Factor"
"mother" and "Max factor"
"mum" and "Olay"
"mother" and "Olay"
"mother" and "Oral B"
"mum" and "Oral B"
"mother" and "pampers"
"mother" and "Pantene"
"mum" and "pantene"
"kids" and "pringles"
("mother" or "mum") and "sanitary towel"
("mother" or "mum") and "hair care"
("mother" or "mum") and "stains"
"family" and "stain removal"
"kids" and "stain removal"
"kids" and "washing powder"
"kids" and "fabric softner"
("mother" or "mum") and "skin care"
86 unique, defining search terms
48 conversation categories, 11 initial aggregate categories
1 Diet 1. Children's health
2 Health
3 Household
cleaning 2. Domestic issues
4 Family group 3. General family issues
5 Health 4. Mothers issues
6 Back to work
7 Stay at home
8 Work
9 Bullying 5. Universal parenting issues
10 Contraception
11 Discipline
12 Divorce
13 Family friendly
14 Fostering
15 Holidays
16 School
17 Sex
18 Travel
19 Work
20 Budgeting
21 Let off steam 6. Social release
22 Socialising
23 Always ultra 7. Target brands
24 Duracell
25 Fairy
26 Gillette
27 Lenor
28 Max factor
29 Olay
30 Oral b
31 Pampers
32 Pantene
33 Pringles
34 Feminine hygiene 8. Target categories
35 Hair care
36 Household
cleaning
37 Laundry
38 Skin care
39 Technology
support 9. Mothers and technology
40 Alcohol 10. Parenting teenagers
41 Depression
42 Drugs
43 Exams
44 Fostering
45 Piercing
46 Sex
47 Sexualisation
48 Tattoos
Product Content
Marketing
Support
Engineering
Field Service
Personnel
Training
& Learning Partners
PRODUCT CONTENT
The Customer Journey
Initial
Interest
Determining
Needs
Purchase
Decision
Investigating
Options
Continuing the Engagement
1st Out-of-the-
Box Experience
Getting
Started
In-depth
Tutorials
Advanced
Learning
The Customer Journey
The Customer Journey
Keeping Customers Satisfied
Initial
Problem
Searching
Resources
Resolution
Determining
Solution
Initial
Endorsement
Consistent
Praise
Recognized
Fan
Brand
Advocate
Legacy Trend
Monolithic Topic based
Generic Specific to market
segmentation
Channel Specific Device Independent
Product focused Customer Experience
focused
Silo’d Shared and Collaborative
One way Community and Interactive
R&D focused Sales / Support Focused
Text heavy Media rich / video
Information Transformations in the Market
• Gerry McGovern’s strategy outlined
in The Stranger’s Long Neck is one
excellent way to narrow the focus of
the enterprise on the content
produced
• Reducing customer’s quest to 100
top tasks
• Relentlessly focus the business on
how to drive processes and design
to meet those objectives
Task Completion on Web – Identify 100 Top Tasks
21
Community Colloboration is Key!
22
Your Content Must Be Easy to Share
Facebook, LinkedIn, Google +, and more
Content Reuse Enables Efficiency, Consistency, & Quality
Sales and Marketing
Product Development
Customer Support
Training and Learning
Contextualization
Mac User
PC User
Advanced
User
Beginning
User
Dynamic Content
Content Maturity Model
SDL LiveContent Solution
Delivering quality product content and user assistance
anywhere in the world, in any language, on any device.
• Reduce content development and
localization costs by 30-50%
• Drive down call center support costs by
increasing customer self-service
• Improve customer experience by
delivering consistent, compelling and
useful product content to customers
• Empower employees by providing a
collaboration platform for content
development
• Engage customers with dynamic and
social content
SDL LiveContent Features
Collaborative
Structured Wiki
Social Product
Content
Simple XML
Content Creation
Powerful DITA
Management
Content Engagement
Analytics
Multilingual Content
Management & Delivery
Multiple Channel
Delivery Rich Media
Integration
Underlying all of this is
DITA out of the box
out of the box
SDL Innovate 2013
Session Highlights
Making Social Insights Actionable
Rose Cameron, Hornall Anderson
Understanding Your Customers’ Journeys, Wherever They Are
Leigh-Anne Voigt, Microsoft
Creating a Total Customer Experience through Language,
Technology, Standards and Organizational Strategy
Marcia Metz, EMC
Improve Insight, Responsiveness & Individualization through
a Multi-channel Campaign
Oliver Watkins, Tabcorp
Experience Design for Today’s Perpetually Connected Customers
Ron Rogowski, Forrester Research, Inc.
SDL Technology Innovation Tracks
Learn more about SDL technology innovations on Friday.
With more than 30 sessions across multiple tracks, you'll
get cutting-edge technology insights and new strategies
for improving the customer experience.
Guy Kawasaki Co-founder of Alltop.com and Founding
partner at Garage Technology Ventures
Kerry Bodine Vice President & Principal Analyst,
Forrester Research, Inc.
Keynotes
Sponsors
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